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Lot #5026
Apple: 1983 Macintosh Introduction Plan and Logo Leaflet

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Estimate: $1000+
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Original spiral-bound "Macintosh Product Introduction Plan," 9 x 11, 106 pages, with the title page reading: "7 October 1983, Company Confidential, Reproduction Prohibited, Document Number: 62, Issued to: John Scull." The fascinating document offers a summary of the Macintosh product and outlines a detailed marketing plan to include national advertisements, promo materials, educational resources, and support for software developers. In particular, the plan offers insight into Apple's business strategy during the era, with commentary on target demographics: "Macintosh is an advanced personal productivity tool for knowledge workers." The plan sees medium businesses as the main target market, followed by home/home businesses, small businesses, large businesses, universities, and scientific/industrial firms.

A significant "Competitive Analysis" section foresees potential attacks by IBM and offers Apple's responses to criticisms involving lack of expandability, limited hardware, lack of software, and incompatibility with other Apple products (the Macintosh is "so revolutionary that it immediately obsoletes everything before it"), among others.

The plan also offers messaging guidelines for Apple's marketers, PR people, and retailers. Although the advertising plan does include "Announce Mac on network TV," there is no reference to the famous '1984' ad, which aired on CBS during the broadcast of Super Bowl XVIII on January 22, 1984. According to this timeline, the original plan was to 'tease' the Mac throughout the month of January before announcing it on January 29th, followed by advertisements during the Winter Olympics (February 7-19). As it happens, the Macintosh got its blockbuster tease during the Super Bowl and was formally introduced two days later on January 24th.

Other intriguing facets of the plan include Apple's international strategy, distribution channels, sales forecasts, introduction events, and more. Moreover, the final page highlights a key business use of the Macintosh: "This is a sample of high resolution printing using Macintosh and an Apple Imagewriter Printer. As you can see, the quality is excellent. We expect this level of print quality to be acceptable to processionals for all office communications." In fine condition, with a few pencil notations throughout and some soiling to the covers. Accompanied by an interesting original "Apple Logo Use Guidelines" leaflet from March 1983, demonstrating correct and incorrect usage of Apple's logo.

Auction Info

  • Auction Title: Apple, Jobs, and Computer Hardware
  • Dates: #644 - Ended August 18, 2022